In 2013, international players in cow’s milk overshadowed domestic players in term of sales share. The leading international players benefit from stronger marketing budgets. However, local players are stronger in soy milk due to their longstanding presence and active marketing campaigns to sustain brand awareness.
In 2013, Foremost Friesland sought to fill the gap in premium full-fat fresh/pasteurised cow’s milk via the launch of Foremost Yummy in rich plain and dark chocolate flavours. Aside from a television commercial to support the new launch, the company also organised “The first ever Milk Gala” at a six-star hotel to educate participants, including Thai celebrities, on the three steps of milk tasting: see, smell, sip and swallow. The aim of this was to emphasise the sensorial experiences associated with drinking the finest quality milk.
Lactasoy launched a new television commercial to promote its 125ml soy milk for only Bt5 in 2013. Lactasoy used a catchy tune to remind young audiences about its brand. It also exploited the power of social media to encourage its followers to become involved in activities such as RAMA Search 2012 by Lactasoy, a competition to find potential young talent for admission into the leading medical school in Thailand. In addition, the brand sponsored the annual vegetarian festival in Thailand.
Packaging design in drinking milk products remained unchanged but brand players focused on attributes such as freshness and nutritional benefits. Glass bottles were seen in soy milk on which consumers did not need to pay a deposit, while mini sizes for children were evident in both cow’s milk and soy milk.